Abstract Keywords Storytelling, Personalisation, Electoral Narrative, Electoral Communication, Framing 1. Introduction and State

Special issue Political communication

Pablo Vázquez Sande [email protected] Abstract Professor. Department of Communication Sciences. University of Santiago de Compostela, Spain.

Submitted November 21, 2016 Approved March 13, 2017

2017 – Vol. 30(3) pp. 275-291

How to cite this article: Vázquez Sande, P. (2017). Personalisation of politics, storytelling and conveyed values. Communication & Society 30(3), 275-291. Keywords Storytelling, personalisation, electoral narrative, electoral communication, framing

This work has been developed within the framework of the programme of activities from Red XESCOM (REDES 2016 GI-1641 XESCOM) from the Galician Regional Ministry of Culture, 1. Introduction and State of the Art Education and University Organization, with reference ED341D R2016/019 as well as the project "Uses and informative preferences in the new media map in Spain: journalism models for mobile devices" (Reference: CSO2015-64662-C4-4-R) from the Spanish Ministry of Economy, Industry and Competitiveness, co-funded by the ERDF Structural Fund.

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Table 1. Presence of values in the videos

Value Explicit presence Implicit presence Total presence HUMILITY 4 0 4 ROUTINE 8 5 13 BACKGROUND 6 0 6 GENEROSITY 6 4 10 CLOSENESS 6 4 10 Source: Prepared by the author

3.1. The value of humility

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3.3. The value of background

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3.5. Proximity and physical, psychological and emotional closeness

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3.7. Requesting for vote

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L3.- "We really think that Vigo needs Corina, but I say it as a daughter, as a citizen..." L2.-"A woman like that has to win in Vigo." L10.- "We need her to come back." L8.- "We want you to win." L14.- "She has to win." L15.- "We need you to win." L6.- "Corina, I wish you the best, I hope you triumph." L9.- "Corina, you have to win." L16.-"Grandma, you have to win." Source: https://www.youtube.com/watch?v=LO68Xnq9Wis

Table 3. Examples of implicit request of vote in other video by this candidate

L3.- " I deeply hope that Corina's project of city goes ahead." L15.- "This is the best option for Vigo." L9.- "I sincerely believe that Vigo needs her." L11.- "And I hope that, please, soon, soon, for the sake of Vigo and all its citizens, she comes back to the mayoralty." L6.- "Because she will be the best for Vigo." L8.- “Corina Porro what I hope is that we win this elections and then we can start to see the light." L20.- "I'll give her a vote of confidence." L5.- "Together we'll see if we can manage to make our city the most beautiful in the world." L12.-"You'll come back with us to the place you belong, to the mayoralty of Vigo." Source: https://www.youtube.com/watch?v=ZYXwZ32LVmA

4. Conclusions

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Political City Candidate 4 Link to the video party Video title

ABEL Abel Caballero vs Pablo Dios - https://www.youtube.com/wat PSOE CABALLERO Vigo en Verano ch?v=Vf57Zc5TvDc Vigo El "Tu Night" de Corina Porro https://www.youtube.com/wat (y II) ch?v=fFC6nLOGNiA

https://www.youtube.com/wat corina porro report ch?v=M2gDUSr-fms

https://www.youtube.com/wat Corina Porro ch?v=LO68Xnq9Wis CORINA PP PORRO https://www.youtube.com/wat Corina Porro ch?v=8k_Xes7lNYw

Corina Porro - vídeo ifevi 15-5- https://www.youtube.com/wat 2011 ch?v=ZYXwZ32LVmA

Conozco a Corina: Pedro https://www.youtube.com/wat Solveira, artista ch?v=9FVAg10_hfc

SANTI BNG DOMÍNGUEZ

JAVIER PSOE LOSADA

Presentación de candidatura del https://www.youtube.com/wat A Coruña PP de La Coruña - Carlos ch?v=e1g0rmhnz9U CARLOS Negreira PP NEGREIRA Discurso de Carlos Negreira en https://www.youtube.com/wat su investidura como alcalde 3 ch?v=iWsIhDnTLOU

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Negreira profesional ch?v=Qx8Ob1xy_X4

Presentación de la candidatura https://www.youtube.com/wat de Carlos Negreira ch?v=K7MLWDZOQcQ

X. MANUEL BNG CARRIL

CÉSAR IU SANTISO

El Toro por los Cuernos 01 08 https://www.youtube.com/wat 2013 Vicente Irisarri Parte 1 ch?v=Tcj_4mt4TUk

El Toro por los Cuernos 01 08 https://www.youtube.com/wat VICENTE 2013 Vicente Irisarri Parte 4 PSOE ch?v=YNoMW9zLN88 IRISARRI "Un siglo de Autoridad Portuaria" de María Sande. https://www.youtube.com/wat Intervención de D. Vicente ch?v=RrtIIU_eQoo Ferrol Irisarri

JOSÉ Presentación de la candidatura https://www.youtube.com/wat PP

MANUEL REY al congreso del PP Ferrol (2) ch?v=ExgFz0TEEbA

XOÁN XOSÉ BNG PITA

YOLANDA IU DÍAZ

JUAN FDEZ IF

https://www.youtube.com/wat Loco por Lugo ch?v=-uHx50WLLEI

Entrevista ao Excmo. Alcalde https://www.youtube.com/wat de Lugo José López Orozco ch?v=TaJek4iBcjI JOSÉ LÓPEZ PSOE OROZCO Presentación de J. L. Orozco https://www.youtube.com/wat como candidato ch?v=aSBcpM8NQFk

Lugo Orozco demuestra su amor por https://www.youtube.com/wat Lugo ch?v=izzgB1IUJYI

Castiñeira ábrenos as portas da https://www.youtube.com/wat súa casa ch?v=Yoim_jHPxLA JAIME PP CASTIÑEIRA https://www.youtube.com/wat Jaime Castiñeira de pequeño ch?v=Ch58jgdHIzw

ANTÓN BAO BNG

FRANCISCO PSOE RODRÍGUEZ

ROSENDO Ourense PP FERNÁNDEZ

ISABEL BNG PÉREZ

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RUBÉN CELA BNG

ANTÓN PSOE LOURO

TELMO Pontevedra PP MARTÍN

M. A. FDEZ. BNG LORES

Source: Prepared by the author

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